By now, you've probably heard about one of their newest creations...aloft hotels. If you haven't, it's probably because they're not talking to you (or me for that matter). If you're not a young (25-40, someone else's definition, not mine) business traveler looking for a hip place to stay, full of around-the-clock energy (sound like a W?) and loaded with guest rooms that feel like a really cool apartment...then, you're not their type. And, that's what I mean by getting smarter. They're focusing on micro vs. macro, and on what a narrow group of people want vs. what they need. But here's the smartest part...they seem to understand their audience. They know how they live, work and play. Want to see what an aloft hotel will look like? Go to their website...but bring lots of bandwidth because it's loaded with flash. Better yet, want to see an aloft being built? Go to the blog...and go to Second Life. Haven't heard of Second Life? See what I mean...They're not interested in talking with you....

Starwood has resisted the temptation to use a traditional approach of shouting their message AT everyone. Instead, they choose the likely places where key influencers live, start conversations and get them involved in the process. Then, they let the viral, word of mouth effect take over to build interest...just in time for the real opening in 2008.

Are you spending your time and money on holding conversations with key people who want to talk with you? Or, are you doing it the old fashioned way, hoping someone will notice?